Broadband users soon will have a new category of content to view as Scripps Networks, the leader in lifestyle media, prepares to launch the first of its targeted broadband channels this month. HGTV KitchenDesign goes live to consumers at the beginning of January with more than 200 streaming videos on the latest design trends, step-by-step instruction for kitchen fixes and expert room makeover tips. The dynamic online platform, accessed at HGTVKitchenDesign.com, also will include a variety of interactive tools to enable the user to personalize, plan and share ideas and projects.

"The type of programming we develop lends itself to creating a unique destination that 'super-serves' a niche audience," said John Lansing, president of Scripps Networks. "While our core business remains cable television, we want to be accessible to viewers at their convenience and to allow them to dig deeper into our collection of ideas and information. Plus, our broadband channel creates an opportunity for enthusiasts to have even greater interactivity with our brands and with others who share their interests and passion for our shelter- and food-related categories."

Scripps Networks was among the early programmers of original broadband content, first premiering a broadband exclusive on HGTV's Dream Home Giveaway on HGTV.com three years ago. But while typical broadband packages on HGTV.com and Scripps' other popular websites - including FoodNetwork.com, DIYNetwork.com and FineLiving.com - feature five or six videos, the HGTV KitchenDesign channel will be the deepest, richest broadband resource in the lifestyle category available today. In addition to 200-plus videos, the site also will feature a comprehensive suite of interactive tools such as an online designer that allows users to recreate their existing or desired floor plan and populate with their existing or desired appliances and features; a cue points video viewer which allows users to enhance the viewing experience by simultaneously and seamlessly receiving further information about an idea or a product as the video plays; and applications that allow users to save and share information about their kitchen design plans as well as products and services they have found useful.

"With our television networks, we have the type of programming that so engages the viewers they 'lean in' to the programming experience," said Lansing. "Now with our broadband channels, we can aggregate a community of enthusiasts who can go way beyond independent viewing to interact with our brands, with each other and with their contractors and vendors. In the end they get more than our content, they create community content."

Scripps Networks Interactive developed the new channel. "There is a keen interest from our site users in accessing video and interactive tools," said Ron Feinbaum, senior vice president and general manager for the interactive group. "If you look back to spring of 2004 our content video clip views across all of our properties were in the three to six hundred thousand range, now they are consistently in the three to six million range."

"We are creating original content specifically for broadband while also leveraging the more than 25,000 hours of tape in our library," said William Crosby, senior vice president for broadband. "We have some brilliant producers on this team who are excellent at working in this new medium and at picking the best available programming from our library that lends itself natur ally to the small screen."

This is an important new platform for Scripps Networks; one which Lansing believes will serve to strengthen their core cable networks. "By providing content that appeals to a whole new audience and introducing them to our established brands, we are creating demand for our networks and for the broadband service that our cable operator partners provide." HGTV KitchenDesign is the first of several verticals that will be launched over the next two years by Scripps Networks. The additional broadband channels also will reach tightly targeted affinity groups in the lifestyle arena.